Which Broadway musical was first to establish a dedicated retail innovation lab, creating interactive digital merchandise experiences that allowed fans to virtually 'try on' costumes from the show?

The performing arts world has evolved tremendously in how it approaches merchandising and retail strategies. Broadway shows in particular have transformed from simply selling playbills to creating comprehensive retail experiences that extend the show beyond the stage. This poll tests your knowledge about a groundbreaking retail innovation that changed how theatrical productions approach merchandise and brand extensions.

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Hamilton
Wicked
The Lion King
Dear Evan Hansen